Web push notifications are a new e-marketing tool which breaks records of effectiveness. What is web push notification from the user’s perspective and how do recipients perceive it? How to maximise the potential of web push? Notifications are now an essential element of customer communication!
Web push notification from the subscriber’s perspective
Innovative push notifications are a phenomenon that most of us have already experienced after opting in to receive them. Concise and therefore audience-friendly messages show a high click-through rate. Web push notifications appear on the computer screens of website users, even after they have left the site.
They take the form of small windows containing a short and concise text and graphics characteristic of web push. Notifications can very often be seen in the bottom right corner of the screen. These small rectangles also contain a link redirecting the user to a specific website. Push notifications are received by anyone who visits a specific website and agrees to this in a special window.
From the point of view of the subscriber, i.e. the recipient, the web push notification is much more attractive than traditional newsletters. It is not just about the freshness effect. We are much more likely to click on push notifications that appear on our screens. The concise form of a push notification is for the average user an unintrusive form of advertising. And a well-formulated message is genuinely intriguing.
Web push notifications from the platform user’s perspective
Companies using web push notifications are increasingly realising the power of this communication channel. Around 12% of website visitors decide to subscribe. Furthermore, push notifications are marked by a very high conversion rate, with their click-through rate exceeding 20%. Therefore, web push notifications are far ahead of other forms of online advertising in terms of effectiveness.
They are successfully used by the e-commerce industry, but not only. Push notifications are the only form of online advertising that allows communication with subscribers in real time. Online shops like using the possibility of sending automatic notifications to customers who have abandoned their shopping cart.
It is relatively easy to get potential audiences to opt in to receive web push notifications from us – all they have to do is confirm their agreement with the click of a button. A web push notification is a tool that does not collect any data from users, not even email addresses. Furthermore, push notifications are supported by virtually all popular web browsers used on personal computers. Even after clearing cookies, the web push notification will be delivered to the subscriber.
Notifications work well not only for customer communication, but also for after-sales service. Generally a push notification can lead the user to any website or landing page. The message does not reach customers with a delay, as with email.
Web push – notifications with great potential
In order to start sending web push notifications, it is enough to use the offer of one of the providers of this service. Then, we have at our disposal e.g. the notification wizard, which is simple and intuitive to use. It will help us to create a subscription banner which encourages users to receive web push notifications.
Analytical tools also play an important role. Thanks to them, push notifications also allow us to gather information on the shopping habits of our subscribers. It is also worth analysing the effectiveness of the campaign itself, using web push notifications, and constantly improving the messages, among others, by means of A/B tests.
